Five Tips for the First-Time Programmatic CTV Advertiser

While pharma marketers have traditionally prioritized linear TV there is now an abundance of opportunities to reach healthcare audiences across channels and devices And thanks to advances in advertising technology these audiences can be targeted with precision in a privacysafe HIPAAcompliant wayJust based on the current landscape there39s no question that advertising on CTV will be an absolute must in the future But that doesn39t mean you have to put all of your eggs in one TV advertising basketHere are five tips to help guide your approach in establishing a programmatic CTV strategy this year1 Plan to make a gradual shift to CTVTraditional TV has dominated the advertising world for decades and for good reason No one can deny the power of video over any other advertising medium But as CTV gains more share of total viewing time and healthcare audiences continue to engage with video content across channels and devices our strategies need to evolve to reach themLinear TV can still play a big role but consider shifting your budget to also include programmatic CTV A study from FreeWheel and Comcast Advertising found that 57 of reach achieved from streaming in 2020 was incremental to linear TV buys and that reach is highest when 1040 of the media spend is allocated to streaming So even if you39re starting small you can still see a huge impact2 Activate your campaign in premium brandsafe contentWith so many different players in the streaming TV space not all video advertising is created equal When building your programmatic CTV strategy you39ll want to make sure your campaign is running in premium brandsafe content on the adsupported platforms your target audience is most likely to watchAnd since privacy is of the utmost concern these days especially in an industry as highly regulated as healthcare pharma marketers should seek out a CTV advertising solution that goes beyond HIPAA compliance and makes it possible to reach audiences with precision while ensuring they can never be reidentified via their health data3 Measure your reach with different types of dataThe beauty of advertising on CTV is that you get all the benefits of advertising on traditional TV plus the added benefits of digital specifically with regard to measurement While the industry still has yet to establish a uniform standard method for CTV measurement there are a number of emerging technologies that can provide you with the insights you need to understand how your campaigns are truly performingBy leveraging ACR automated content recognition data for example you can more accurately determine whether your ads are being run and seen on certain devices This data can then be combined with other metrics to assess the overall reach and frequency of your CTV campaign4 Optimize based on the metrics that matter mostWith the rise of machine learning and artificial intelligence in advertising one of the main elements of a programmatic CTV campaign is the ability to optimize automatically based on how the ads are performing For pharma marketers looking to connect their campaign performance to realworld business outcomes focusing on metrics like unique reach audience quality and script performance can paint a clear picture of the campaign39s overall impactAt DeepIntent we conducted a campaign analysis comparing the effectiveness of advertising on CTV to linear TV Leveraging recent campaign data ACR data and our patented DeepIntent Outcomesamp8482 technology we found that CTV delivers 82 higher ontarget reach and 50 higher audience quality compared to linear5 Choose the right programmatic CTV partnerMaking the shift to CTV advertising can seem daunting especially when you consider how significant of a role traditional TV has played in the history of pharma advertising If you feel uncertain about where to begin or how to reach your most relevant healthcare audience with CTV choosing the right partner and platform can make all the differenceOur advice is to proactively seek out a partner who can help you eliminate overlap and manage frequency among the fragmented audiences watching both linear and CTV Plus in selecting a healthcare demand side platform to plan activate measure and optimize your CTV campaigns you can feel confident about reaching precise healthcare provider and patient audiences in a HIPAAcompliant mannerThis article is written by Marcella MillietSciorra CMO DeepIntentOriginally published at DeepIntent on 21022Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Five Tips for the First-Time Programmatic CTV Advertiser

Publish date

Channel

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Five Tips for the First-Time Programmatic CTV Advertiser

Enjoying This Commentary? There's More to Love

TAGS:

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies